This is a summary review of Play Bigger containing key details about the book.

What is Play Bigger About?

“Play Bigger” by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney explores how companies can create and dominate new categories. (Full Summary…)

Play Bigger Summary Review

“Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets” is a groundbreaking exploration into the dynamics of category design, a discipline that the authors argue is essential for companies aiming not just to compete but to redefine and dominate markets. Authored by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney, this book delves into the strategies employed by legendary category-creating companies, offering insights drawn from a rich blend of data analysis and interviews.

The central premise of the book revolves around the idea that in the contemporary business landscape, winning is not merely about outperforming competitors in an existing game but about creating an entirely new game. The authors assert that the key to building a legendary company lies in building a legendary category. Drawing on examples from renowned companies such as Amazon, Salesforce, Uber, and IKEA, the authors illustrate how these “category kings” have not only introduced new products but have fundamentally altered the ways in which we live, think, and conduct business.

At the heart of “Play Bigger” is the introduction of the discipline of category design. The authors argue that by applying this discipline, companies can generate new demand where none existed, reshaping customers’ expectations and buying habits. The scope of category design, as outlined in the book, extends beyond the tech industry and is presented as a versatile approach applicable to diverse industries and even personal careers.

The narrative seamlessly connects with influential concepts from previous business literature, acknowledging the transformative impact of works such as “Crossing the Chasm” and “The Innovator’s Dilemma.” The authors posit that “Play Bigger” is the next evolution in business literature, providing a guide for companies to not only navigate but actively shape markets.

The book stands out for its combination of analytical rigor and practical examples. Readers are presented with a playbook for category domination, emphasizing the importance of defining, creating, and owning a market category. The authors introduce key concepts such as the significance of a Point of View (Chapter 5) and actionable advice on how companies can play bigger (Chapter 10). The final chapter connects these business principles to a personal level, encouraging readers to apply the concepts to empower their individual pursuits.

One noteworthy aspect of the book is its rich set of case studies, including insights from companies like Birdseye Foods and Uber. The authors draw attention to the critical role of category design in turning industries into one or two-horse races, exemplified by the rapid ascent of market leaders such as Marketo in software testing and Box and Dropbox in file management.

While acknowledging the influence of giants like Google, Amazon, and Salesforce, the authors strive to diversify their case studies, exploring lesser-known success stories. The book’s focus on entrepreneurs is evident, providing a playbook tailored to those seeking to innovate and disrupt within their industries.

“Play Bigger” also grapples with the challenges of category design, acknowledging that the advice may be more directly applicable to entrepreneurs than to established companies. The authors strike a balance by offering insights into how larger corporations can implement category design, making the book relevant to a broader audience.

Essentially, “Play Bigger” is a thought-provoking and insightful addition to the business literature landscape. By introducing the discipline of category design, the authors provide a strategic framework for companies and individuals to not only understand market dynamics but actively shape and dominate them. The book’s blend of theoretical concepts, practical advice, and diverse case studies contributes to its appeal, making it a valuable resource for anyone seeking to navigate the complexities of today’s business landscape.

Who is the author of Play Bigger?

Al Ramadan is a co-founding partner at Play Bigger Advisors. He has been a CEO, entrepreneur, operating executive and sailing technologist.

David Joshua Peterson is an American conlanger, writer, and artist, who has constructed languages for television series such as Game of Thrones and The 100 and movies such as Thor: The Dark World and Dune.

Kevin Maney is a bestselling author and award-winning columnist. He has been writing about technology for 30 years, has interviewed most of the tech pioneers you can name, and brings broad and deep context to Category Design conversations.

How long is Play Bigger?

• Print length: 272 pages

What genre is Play Bigger?

Business Entrepreneurship Nonfiction

What are good quotes from Play Bigger?

“the failures are a feature, not a bug.”

“Whether you’re a tiny start-up seeking angel money, a growing company going for a B round, or an IPO candidate, a POV will be the best investor relations tool you’ll ever have.”

“A POV has to shift people’s minds so they reject an old way of thinking and come to believe in something new. It has to reach people on an emotional level. No one remembers what you say—but they remember how you made them feel. That feeling can be excitement about something that’s coming, or fear of missing out. Some of the best POVs make people think: “Oh fuck, I don’t have one of those! I have to get one of those!” To reach people’s emotions, a POV has to sound the way people talk. It has to be simple, direct, visceral. Language matters”
“The story about your business is more important than the facts about your business. Sound outrageous? Maybe, but the brain research proves it’s true. People relate to and remember stories—even people who make a living analyzing facts.”

“Some of the great category kings have been built during some of the “worst” times—Google in the early 2000s right after the dot-com crash; Airbnb in 2008 as financial markets melted; Birds Eye amid the Great Depression.6”

“An advantage of publishing the category blueprint is that it seeds dread among would-be competitors, who look at the blueprint and think you’ve already put the whole thing in motion.”

“In any category of product or service, one entity gets to be the big and valuable dog, while all the rest wind up in the economically challenging tail.”

“avoiding the risk of the experimental software fucking up everything else on the machine.”

“didn’t develop the public’s demand for this solution,”

“becomes much easier—much clearer—for people to think primarily in terms of the problem they want to solve. In that sense, a problem is a category.”

“winning companies today market the problem, not just the solution.”

“Groupthink Bias brings momentum to an emerging category king”